How do you connect with your current and potential clients? Traditional advertising? Door knocking? Farming? Maybe you’re a member of the local chamber of commerce or business network. Maybe you use bus stop benches and newspaper ads. First, let me say is that all these ways work. I’ve done, and still do, many of them myself.
However, what if there were an easier, more predictable way to generate leads? Would you be interested? Of course, you would be interested! You’d be crazy not to be. Unless you already have all the business you need and can’t handle any more. How many people can honestly say that?
Real estate agents around the globe are coming to the realization that social media may be their best source for new leads.
Go Where The People Are
Since real estate is very localized you need to position yourself correctly. This means you’re interested in clients in your area, not four states away. How do you do that? You know your area better than most, you’re a patron of local businesses and that is just one idea you can use. You can supply tips on the best local restaurants, dry cleaners, salons, auto dealers, repair shops, contractors, accountants etc., you get the picture.
Using hashtags “#” is one of the main ways this is done. If you’re on Instagram, Twitter and Facebook, you have seen people using hashtags. Hashtags are clickable and searchable, this is a way for people to find you and for to find them.
I’m sure you know that consistency is key to success in many things and that is also true for social media. You need to be active every day on the social media platforms you choose to use. If you think this may be a problem then I suggest you pick one for now and add more as time allows. If you are already using one or more social media platform every day than you should be able to continue.
When I mentioned consistently using it every day there is a little but more to it. The type of content you share should be consistent. Some content will gain more retweets, shares, likes, comments, reposts, hearts etc. As you begin posting your content you’ll notice which type garners you the most attention. This is important because that’s what you’re looking for, the content that encourages interaction. Pay close attention to your statistics, it’s how you know what works.
Responding To Comments
It’s great if you have comments, this means that you are successfully engaging people to the point they have something to say, to share with you. Your job now is to respond, you need to be responsive in a shortest amount of time as possible. Some experts say within 24 is fine, I say no way! You need respond ASAP. Alright, so it doesn’t mean drop everything and do it immediately but it’s important to respond in a timely manner; within five minutes, a half hour etc. Your goal is to answer honestly and provide value to the comment. Even if the comment they left was “Great picture!” and not a direct question, I would still respond. A simple “Thank You!” is fine and it let’s them know you saw their comment and are paying attention.
The main reason I prefer fast response times is that I feel it let’s them know how you treat your clients. If some leave a comment and you don’t respond till a few days or dare I say a week or month later, forget it. That sends a terrible message like “I don’t pay attention” or “I’m not interested in you.”
Post Relevant Content
Your positioning yourself as an asset, you’re providing value through information and your experience. Put yourself in the shoes of your prospective clients and ask yourself, what do home buyers, sellers and investors want to know about? What can I tell them about the process? How to prepare for it, what to expect afterwards. If you’ve going to share statistics, make sure you explain why the statistics are important. Going super technical or using industry specific terminology doesn’t make you look better than the other agents who explain things in easy to understand language and keep it simple.
This will take some time and testing. See what gets you the best results and stick with it. Think about what topics may engage your audience.
Engagement is the first step in turning them into a client.
Be Strategic or Fail
The whole idea of marketing is to generate workable leads that you can turn into lifetime clients that result in being paid multiple times. You want lifetime clients that see you as the local real estate authority, you want to become a resource to them.
How do you accomplish this with social media? This kind of marketing is more than just social media. It includes your website as the main hub, imagine it as the center of operations and the social media as stream of potential leads.
Writing articles and posting them on your blog gives you original content to share via social media. They compliment each other. As readers see your social media posts, they click the post to read the article and then are taken to your website.
As you share information, photos and videos, keep in mind that you want this to be location specific content, you want to attract local potential clients.
Of course you can share your listings and various information on local neighborhoods, however don’t forget about writing local news commentary and home maintenance tips are always a hit. Interview local store owners and contractors about home renovation.
Share information about 203k renovation loans, lots of people aren’t familiar with those. You may be able to show them a way to get the home they really want through a 203k renovation property.
One of my favorite is a local resources page or guide, including everything from grocery to hardware stores, from cleaners to toy stores. Posting articles that explain the home buying and selling process. Information of investment rental properties.
You can even break many of these down into downloadable and sharable guides.
Your website should have landing pages (also known as squeeze pages). These are pages on your website are designed to entice the visitor with a hook, such as a copy of your free guide, or access to you private resource list. Something of real value that is appealing to them.
In exchange for giving them access to the material they must give you their email address. At this point the visitor may have already emailed you directly or even called to speak with you about find them a home or helping to sell their existing home.
Tracking Your Numbers
One of the most important part of any marketing is tracking the numbers. It’s how you know what works and what to improve upon. Examine what posts are generating likes, what posts are not.
What time are you posting? If you are thinking about 2:00 am verses 9:30 am, 9:30 am may generate more activity. You have to see what is more successful for you.
I suggest you use Google Analytics, it’s free from Google and you can use a free WordPress plugin to integrate it into your website. Google Analytics will track many statistics and visitor information. WordPress has a built in feature called Jetpack, it has some basic tracking statistics that are useful and easy to understand.
Social Media Tools
With so many social media platforms, and users seem to operate more than one account on each keeping track of all this can be a little difficult and more time consuming than anything. There are some tools that can make your life simpler and save some time.
HootSuite can manage multiple platforms and keep track of statistics, Buffer allows you to setup multiple posts at one time and then it releases them at the specified times. Tweetdeck allows you to operate several accounts and scheduling.
LikeAlyzer for Facebook allows you to generate reports and highlight areas of needed improvement and it ranks you with similar brands to see you you measure up.
There are many more tools available to help you keep track of your social media accounts and help with scheduling. Many of these have free basic memberships that allow you to use the service at a limited level. This is good because it’s giving you a test drive of what it can do for you. They all have different features and interfaces, see which one works best for you.
Social media can be a very powerful tool for real estate agents to connect with potential clients. Build relationships, provide value, demonstrate your expertise. You’re original, there’s no one like you so share your knowledge.
Take advantage of this free way to connect with people, you’re an agent, you’re social, use social media today!
If you have any questions or concerns please shoot an email to me, firstname.lastname@example.org